MAM
Kelvinator launches ‘Summer Paused’ AC activation in Mumbai
Three day Carter Road stunt targets Gen Z with interactive cooling experience
MUMBAI: Mumbai’s heatwave met its match and briefly, even time seemed to freeze. Kelvinator has rolled out an on-ground activation titled ‘Summer Paused’ at Carter Road Promenade, turning a busy seaside stretch into a surreal, snow-dusted spectacle to spotlight its heavy-duty air conditioners. At the heart of the installation is a live performer suspended mid-motion, staged as a “frozen” figure amid artificial snow and icy backdrops. The visual contrast chilled theatrics against Mumbai’s peak summer does the heavy lifting, translating a product promise into something passers-by can literally see and feel.
The objective is clear: cut through seasonal advertising clutter and make cooling tangible. Rather than leaning on traditional messaging, the brand is betting on experiential storytelling to drive recall and social media traction.
The three-day activation is designed to be more than a static display. Interactive formats such as ‘Break the Freeze’, ‘Brain Freeze’, and ‘The Staredown’ invite visitors to engage directly, nudging them from spectators to participants. An Instagram-led mechanic further amplifies the effort, encouraging user-generated content and extending the campaign’s reach beyond its physical footprint.
The choice of location and format signals a sharp focus on younger, digital-first audiences Gen Z and millennials who frequent high-footfall urban hotspots and are more likely to share immersive experiences online.
Behind the theatrics sits a broader product push. Kelvinator’s latest AC range is positioned around smart technology, energy efficiency, and durability, tailored to increasingly unpredictable and intense Indian summers. But instead of listing features, the campaign opts to dramatise the outcome: cooling so effective, it can “pause” summer itself.
In a category where every brand promises relief, Kelvinator is trying to make that promise visible, one frozen moment at a time.
MAM
Bob Iger joins Thrive Capital as adviser after Disney exit
Former Disney CEO returns to VC firm, stays on as Disney adviser till 2026.
MUMBAI: From castles to capital, Bob Iger isn’t done building just changing the blueprint. Bob Iger has taken on an advisory role at Thrive Capital, marking a return to the New York-based venture firm he briefly joined in 2022. Founded in 2009 by Josh Kushner, Thrive Capital has been positioning itself at the intersection of technology and long-term value creation, an area where Iger’s experience in scaling global entertainment businesses is expected to add weight. Kushner, 40, welcomed Iger back, highlighting his ability to blend technology with human-centric storytelling, particularly in an era increasingly shaped by artificial intelligence.
Iger is no stranger to Thrive. He had earlier joined the firm as a venture partner in September 2022, after stepping down as CEO of The Walt Disney Company and concluding his tenure as executive chairman in 2021. That stint, however, was short-lived. In November 2022, Disney’s board brought him back to steady the ship, replacing Bob Chapek following a turbulent period for the company.
Now, with his latest exit from Disney’s top job last month, Iger appears to be revisiting the venture world, this time with a clearer runway. Still, the Disney chapter isn’t entirely closed. Under his agreement with the company, he will remain until the end of 2026 as a senior adviser to new CEO Josh D’Amaro and will continue to serve on the board for his current term.
The move comes as venture firms increasingly seek operators with deep industry experience to navigate what Kushner described as “the most consequential technology shift” of the era, driven by AI. For Iger, whose career has hinged on blending creativity with scale, the transition from Hollywood to high-growth investing seems less like a pivot and more like a plot twist.
